Ad Campaigns
IAB Tech Lab launches ‘Ad Format Idol’ to standardise CTV ad innovations
Mumbai: IAB Tech Lab, the global digital advertising standards body, unveils its latest initiative, “Ad Format Idol,” to define and standardise emerging Connected TV (CTV) ad formats. As the CTV landscape experiences rapid growth, the project targets the adoption of consistent ad formats across platforms, enabling ‘build once, serve everywhere’ solutions for the industry.
IAB Tech Lab CEO, Anthony Katsur stated, “CTV is experiencing explosive growth, but we’re still in the early innings of figuring out how to make it work at scale. The industry is full of new ad formats that show promise but lack the technical standards to take off. ‘Ad Format Idol’ is about cutting through the noise, finding what works, and giving it the structure needed to thrive. As we have done for early web advertising and with digital video, we want to set up the whole CTV ecosystem to succeed.”
The ‘Ad Format Idol’ initiative invites digital advertising stakeholders to submit successful CTV ad formats from 22 October to 22 January 2025. A task force from the Advanced TV Commit Group will evaluate the entries, while the advanced TV and programmatic supply chain working groups will then update specifications to reflect the winning formats. The aim is to address key challenges identified in IAB’s latest report on CTV ad format growth and standardisation.
IAB, VP, media center, Cintia Gabilan added, “With 75 per cent of CTV spend being transacted in programmatic already, advertisers need standardisation to scale investments and buying efficiency, and ‘Ad Format Idol’ is set to address that. This initiative will help overcome fragmentation and ensure these formats can thrive across the CTV ecosystem.”
The selected formats will debut at upcoming industry events, starting with Tech Lab’s International Summit in London on 5 November 2024, and ‘I Want My CTV’ in New York on 5 December 2024. The initiative will also feature prominently at IAB’s Annual Leadership Meeting, NewFronts, and Video Leadership Summit in 2025, providing insights into the evolution of CTV advertising.
IAB Tech Lab board director & GumGum chief technology officer, Ken Weiner emphasised, “We’re looking for ad formats that have real potential to scale across different channels and streaming services and change consumers’ advertising experience on CTV.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
